Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand

Abstract

Due to the rapid growth of the Internet and use of e-commerce in the recent years, viral marketing has drawn the attention of manufacturing and service organizations. However, no research has been conducted to examine the impact of message appeal and message source credibility on consumers’ attitude with mediating role of intellectual involvement of consumers and their risk taking level. The aim of this study was to examine the impact of appeal and message source credibility on consumers’ attitude with mediating role of consumers’ intellectual involvement and their risk taking level. The population of this study includes consumers of mobile phones (Samsung, Sony, Nokia, LG and iPhone) in the Bushehr city (Iran). As the population of the study is unlimited, 430 questionnaires were distributed using available sampling method, and 391 questionnaires were collected and analyzed. Using structural equation modeling, we analysed the data through smart PLS software. The results show that the appeal and credibility of the message source impact the consumer attitudes toward the brand. We also found that the intellectual involvement of consumers plays the mediating role in the relationship between message appeal and consumer attitudes toward brands. In the relationship between message source credibility and customer attitude towards the brand, the level of risk taking of people has no mediating role.

Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image

“…The first one is source credibility and it is the most agreed dimension in relation to the impact on consumers' decisions (Boyer et al, 2015;O'Reilly and Marx, 2011). As Esmaeilpour and Aram (2016) affirmed, "if consumer realizes that the source of viral message sent for him is credible, he finds a positive attitude to brand or product" (p. 479). In a fashion blog, this credibility is developed through a connection on an emotional level that creates the illusion of an interpersonal relationship between blogger and follower (Allen, 2009;Ballantine and Yeung, 2015;Hahn and Lee, 2014;Huang, 2015;Lee and Watkins, 2016;Mortara and Roberti, 2017).…”

Viral Advertisement: Conceptualisation of Factors Affecting Viral Behaviour

“…The source is one of the important factors in the persuasive communication process and it is assessed through the characteristics of the source. Some of the source characteristics that have previously been studied include reputation, credibility (Esmaeilpour & Aram, 2016;Shareef, Mukerji, Dwivedi, Rana, & Islam, 2019;Tien, Amaya Rivas, & Liao, 2018) and trustworthiness (Alsamydai, 2016;Zainal, Harun, & Lily, 2017).…”

Fashion bloggers: communication tools for the fashion industry

“…The first one is source credibility and it is the most agreed dimension in relation to the impact on consumers' decisions (Boyer et al, 2015;Chu and Kamal, 2008;O'Reilly and Marx, 2011). As Esmaeilpour and Aram (2016) affirmed, "if consumer realizes that the source of viral message sent for him is credible, he finds a positive attitude to brand or product" (p. 479). In a fashion blog, this credibility is developed through a connection on an emotional level that creates the illusion of an interpersonal relationship between blogger and follower (Allen, 2009;Ballantine and Yeung, 2015;Hahn and Lee, 2014;Huang, 2015;Lee and Watkins, 2016;Mortara and Roberti, 2017).…”